Heading the  Team are the founders:  

Alison Birnbaum, LCSW, is a psychotherapist and professional facilitator. In the public arena, Birnbaum served on the Anti-Drug Media campaign directed by the White House Office of National Drug Control Policy. For a decade, she helped brand the campaign, sat on the Behavioral Change Expert Panel, created and reviewed advertising platforms, and wrote advice columns for parents and teens on government websites. Birnbaum has had a clinical practice for over 25 years in Connecticut and NYC. She helps adults, children, and families make healthy emotional and behavioral changes. She leads workshops for teens, parents and educators in communication, skill enhancement, and parenting efficacy. Birnbaum has been engaged in consumer research for Fortune 2000 companies for the past 15 years. Passionately interested in what makes people change their behavior on both a micro and a macro level, she has adapted and developed methods of analysis for a wide variety of target audiences. MSW from New York University, BJ Fogg Behavior Design Persuasion Bootcamp.


Judy Cacciola has deep experience as a marketing strategist. Prior to forming  , Cacciola headed a highly respected global consultancy, J.S.Cacciola Marketing Services, Inc., in which she worked with Fortune 2000 companies such as IBM, Johnson & Johnson, Verizon Wireless and Toyota Motor Corporation in all phases of strategic planning and communication development requiring consumer insight, including brand positioning, building and understanding brand equities, and development of creative strategies. Her career began in the advanced quantitative methods group at N.W. Ayer developing econometric models, and her grasp of quant research underpins her qualitative methods. Prior to heading her own company, she worked as a planner in major advertising agencies, including as SVP- Planning Director at Ogilvy & Mather and Account Planner at Chiat-Day, and held a client-side position as an internal consultant at Bristol-Myers Squibb. Cacciola has a BS in mathematics and an MBA in marketing from Columbia University.